MAM
GO 92.5 FM to celebrate its B’day ‘Lift Karade’ style
MUMBAI: Come May and Go 92.5 FM will go for a hike! Well with its first anniversary celebrations round the corner, the channel has a planned a promotional gig with the presenting sponsor Pepsi around Adnan Sami’s Lift Karade.
The biggest radio promotion in Mumbai City, claims an GO 92.5 FM release, is a chance for a chosen lucky few to win all that Sami asked for in his Lift Karade song.
With special prizes including a DC (Dilip Chabbria designed) Indica car, a trip for three couples to Srilanka, Singapore and Bangkok courtesy Raj Travels, the FM station has roped in big moolah for the five week mammoth contest on air.
Besides, there is a stay for three days a year for 10 years at the Fariyas resort Lonavala to be given away to five lucky couples and designer diamond jewellery ‘Heere Moti’ courtesy Nirvana.
Well, as for the Pepsi sponsorship deal, consumers will have to buy a one and half or two litre Pepsi bottle and completing the slogan printed behind the label.
The promotion set to mark its first anniversary in grand style.and besides the gaadi, duniyaa bhar ki ser taken care of by Pepsi there are quite a few individual prize sponsors who will be taking care of the gifts to give away every week.
MAM
Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
